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In recent times phishing (read scam) on the internet in increasingly becoming a nasty threat. The term phising generally refers to a kind of internet fraud where an unsupecting person receives an apparently genuine looking email, which has been carefully forged to look almost like an genuine email. Typically, such emails would cite some genuine looking information and ask unsuspecting people to reply back with passwords or pin numbers. In some cases, these emails would provide links to phishing website, that impersonated the real website. If a user clicks on such links and tried to log into the forged website, his/her password would get logged and misused by the phisher(the person or the group responsible for the scam).
Know more about phishing here and here.

ICICI Bank is one of the largest banks in India. Recently it has started a Television campaign on national TV to make people aware of threats of phishing. It is really appreciable effort on the part of the ICICI Bank to launch this effort. In general most people are not aware of what phishing is all about and can easily fall prey to internet scamsters. Like most banks ICICI has a web page education customers on internet frauds and phishing (Link to the page) .
The internet scamsters are always finding innovative ways to dupe normal people who use the internet. Along with awareness of the internet threats, using a good set of tools while using internet could help :

Use email service or email clients that support anti-spam.Email services like Yahoo mail and Gmail have effective anti-spam tools. Email clients like Mozilla Thunderbird, Apple Mail have very good anti-spam filters built into it.

Use web browser that warns when a the user for some reason ends up in a suspected phishing site. Mozilla Firefox 2.0, Microsoft Internet Explorer 7 and Opera 9 supports built in anti-phishing protection.

Third party tools like MacAfee Site Advisor can also be very helpful on protecting the end user against phishing and other internet spam. Site Advisor works with both Internet Explorer and Firefox.

ICICI Bank is right on with their campaign against the internet threats like phising. Their nationalally televised ads against phishing will go a long way to make the average internet user aware of threats of internet scams and help safer internet experience. Keep up the good work ICICI Bank.